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Promo mkt chapter 8
Promo mkt chapter 8
20
Marketing
Undergraduate 3
10/27/2009

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Term
Creative strategy
Definition
determines what advertising message will say or communicate
Term
creative tactics
Definition

determines how the message strategy eill be executed

 

Term
Creativity
Definition
Quality possessed by person that enables them to generate novel approches in situations generally reflected in new/improved solutions to problems
Term
Advertising Creativity
Definition
ability to generate fresh, unique, and approperate ideas that can be used to communicate problems
Term
D'Arcy, Masius Benton & Bowles universal advertising standards
Definition
power idea (centeral theme that goes through all advertising)
Term
the creative challenge
Definition
every mkting sloution is different and each campain or advertisment may require a different creative apporach
Term
Young's Creative Process (5)
Definition
  1. Immersion- getting raw materials/data, and immerse self in the proble
  2. Digestion- take the info, work over it in your mind
  3. Incubation- setting prob aside and then cumming back to it
  4. Illumination- often a sudden inspiration or intuitive revelation about a potential solution
  5. Verification- study idea, evaluate it, and reshape for practical usefulness
Term
Account Planning
Definition
a process that involves conducting research and gathering all relevant info about client's product, brand, and customers in target audience
Term
Inputs of Creative process
Definition
  1. Preperation- gathering info
  2. Incubation- setting prob aside
  3. Illumination- seeing the solution
  4. Verification- refining the idea
Term
Objectives for the creative process
Definition

evaluate ideas

reject inapproperate ideas

refine the remaining

give ideas final expressions

Term
techniques used in creative process
Definition

directed focus groups

message com studies

portfolio test

viewer reaction profiles

Term
Advertising campain
Definition
mkting com activities centered on central theme
Term
Mkting com activities
Definition

Intergrated

Interrelated

Coordinated

Term
Campaign theme
Definition
a strong idea, as it is the centeral message that will be commed in different meadio over a time period
Term
Creative strategy base on multiple factors
Definition

Target Audience identity

Basic problem- issue/oppertuity to com

Major selling idea/key benefit

Term
Copy Platform outline
Definition

specifies the basic elements of the creative strategy

  • basic prob/issues the advertising must address
  • advertising and com objectives
  • target audience
  • major selling ideas/ key benefit to com
  • creative strategy statement (campain theme, appeal)
  • supporting info and requirements
Term
Unique selling Proposition
Definition

Benefit- buy product and you get reward

Unique- must be unique to brand that rivals cant offer

Potent- proms must be strong enough or attactive enough to move ppl

Term
Creating Brand Image Approachs
Definition

David ogilvy

Leo Burnett

Term
David Ogilvy's Approch
Definition
  • Brand image or personality is paticulary important when brands are similar
  • Every ad must contribute to complex symbol that is the brand image
Term
Leo Burnett's Approach
Definition
  • Find the inherent drama or characteristics of a product that makes customers buy it
  • inherent drama is often hard to find but it is always there, once found it is the most interesting/belivable of all ad appeals.
  • message presented in a warm and emotional way
  • focus on customer benefits that emphisis on dramatic element
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